Basketball Diaries

Keiler & Co. has created ads for the Connecticut Pride semipro basketball team in exchange for floor seats to every game this season, the team’s second.

“We’re working on building their brand” through TV and direct mail efforts, said James Pettus, executive creative director at Farmington, Conn.-based Keiler.

One commercial opens with the tagline, “More than a game.” As music plays, pictures of the team rapidly flash on the screen along with the phrases, “Feel the hunger,” “Feel the roar,” and “Feel the pride.”

In order to reach the largest contingent of basketball fans, the spot is running on ESPN2, BET, and MTV. “Connecticut has rabid basketball fans,” said Pettus.

Pettus oversaw creation of the campaign, working with creative director, art director James Payne and copywriter Virginia Kramer.